Samrat Alam 1420678030

Gazi Shaila Shafi Tisha 1421548030

Tahmina Darain Tonima 1410979030

Fahim Faisal Ripto 1431051630

Akib Shah 1420965030

Prepared For:Mehnaaz Samantha Kamal (MZL)

Prepared by

INTRODUCTION

Fazar Ali Lungi is product of Fazar Ali Textile Ltd it’s a private company status: registered (22 October 2013).

This company shares its pride in the countries glorious sector for 3rd generations based on men natural supportive and comfortable home wear just like- Lungi, three piece for women Sharee and many assorted Fashion wears. They start their journey since ---- and their Textile factories situated in Narayanganj. From the era of technological evolution Fazar Ali Textile start their journey.

Fazar Ali Lungi actually chooses few marketing communication tools for promotion their brand. They using a prototype communication objectives whose are not much effective (They have only one Ad) in marketing communication. Rarely in some rural and semi-rural area (Barishal, Foridpur, Shatkhira, Noakhali, Gazipura, Majhikandi, Soriatpur) they promoted their self  through 1 or 2 RDC and in urban area they used some Local channels (Khulna Vision, You Cable) for showing their TVC. And after 2013 they totally stop their promotion.

BACKGROUND OF THE COMPANY

Advertising:  Fazar Ali Lungi without a single TVC they never spread out a single video advertisement for their promotion.

Direct Marketing: From all the tools of direct marketing billboard, posters, leaflets will be more helpful rather than any other tools because our main target is people of rural areas and other tolls will be irrelevant for them.

Sponsorship: In the year 2008 in Faridpur zilla Fazar Ali Lungi arranged a folk concert for promoting their brand towords the areas people.

BACKGROUND OF THE COMPANY

Target Market Research

MARKET SEGMENTATION APPROACHES

GEOGRAPHICAL

-Continent

-Country

-City

-Regions

-Climate

-Population

BEHAVIORAL

-Occasions

-Degree of loyalty

-Usage

-Buyer readiness stage

-User status

PSYCHOGRAPHIC

-Lifestyle

-Social class

-AIOs (activity, interest, opinion)

-Personal values

-Attitudes

DEMOGRAPHIC

-Age

-Gender

-Family size

-Occupation

-Income

-Education

-Religion

-Nationality

Targeted to low and middle class

people

Quality Product

Reasonable Price

Reflecting own cultural identity

Availability of low cost labor

Limited experience of customers

No Market Share

Strong Competitor

Small Distribution Network

Low productivity

Limited knowledge in international

marketing information

Poor infrastructure

StrengthsWeaknesses

Increase the distribution

network

Acquiring the newer

technology and techniques

Market can be big and

attractive

Takeover the distribution

Many competitors New entrance from the competitors Political Unrest Retaining consumers Economic Instability Increases of general taxes Increasing the price of raw

materials Exporting low-cost products to the

international market Worldwide reputation

Opportunities Threats

Marketing communications strategy

First of all we have to provide discount to the customers for promoting our product. We will give them some commission to sell our product as well. We will say them to attract the customer in such way that next time when they will buy lungi, they will buy our product (fajar ali lungi).they will give information to the customer that our product quality is best.

The Communication theme

As we are promoting our product (fazar ali lungi) so we are thinking about the campaign as well. Because of the campaign people will know more about the product.so, we will arrange a campaign to promote our product very well.

This campaign will help our product to promote one step more. As our brand (fazar ali lungi) already exists in market so the customer have some idea about our product. By doing this campaign our product will be modified one step higher to our customer.

KEEP CALM ONLY

LUNGI ISREAL

Targeting

Fazar Ali Lungi is target following customer:

Youngsters.

Youths.

Mature.

Aged.

PositioningFazar Ali Lungi wants to put an image of their product (lungi) in the consumers mind as compare to competitor’s product . They want to target youth, mature, aged and youngsters that have to assurance of best quality.

OLD Slogan : ‘’ চলার পথে�র সংগী, ’’ফজরআলী লুংগী | New Slogan: সুখী মানুথে�র সঙ্গী ফজরআলী লুঙ্গী

New Positioning Strategy

Fazar Ali Lungi should give more concentration on their promotional campaign. They should invest more on making TV Advertising and printed version ad on National Newspapers and they can also open more showroom in popular places like inside on markets. There are many people are here who haven’t any idea about how to wear lungi properly so some demonstrations can be arranged for them.

Previous lacking on promotion

Have no- Attractive Advertisement. Print Advertisement. Newspaper Advertisement. Bill board. Email Marketing. Social media Marketing. Sales promotion (sample,

coupons, bonus packs, price off, event sponsorship)

Tools and Media Advertising Television Advertisement. Print Media. Newspaper Advertisement. Bill board. Magazine. Bangla movie’s popular hero. Advertisement during Bangla

movie and drama. RDC for promoting our

product through radio.

Tools and Media

Direct Marketing:Tele MarketingDirect mailSales Promotion:Samples.Coupons.Bonus packs.Price off.Event Sponsorship.

Tools and Media

Internet Marketing:E-mail.Social media .

Thanks for Contributing

18